Perrier, a sparkling water with a rich French heritage, was plagued with the perception that it was a brand for old people. Its future depended on reaching a younger demographic with the message that Perrier is an exciting and thirst-quenching beverage.
Leveraging a digital partnership with Flavorpill, we executed a fully integrated, buzzworthy and disruptive campaign designed for maximum shareability. Perrier hosted eight “Extraordinary Lunch Breaks” — mid-day summer dance parties in key Perrier markets. DJ’d by popular musical figures like Questlove, the events generated a lot of buzz among a young demographic. The campaign gained further traction with national and local TV spots, as well as digital campaigns on properties with high reach and popularity among Perrier’s target audience.
More than 1800 attended the events. #PerrierLunchBreak garnered 970 mentions on social media, leading to 46.5M impressions on Twitter and 3.2M on Instagram. Earned media impressions reached 105M, substantially raising Perrier’s profile and credibility among its target demographic.